Suffolk Constabulary

Traditional police communications can often be ignored or rejected by those most at risk of offending. Suffolk Constabulary’s brief was to speak directly to 16–35-year-olds engaging in anti-social behaviour, and to do it in a way that didn’t feel like “police telling you what to do.” 

The specific campaign objectives were firstly to reach and influence potential offenders to rethink their behaviour and understand the long-term consequences. Secondly, educate and reassure residents aged 16–65+ by encouraging anti-social behaviour reporting and demonstrating visible police action.

The campaign also had to feel relevant across 16 identified anti-social behaviour hotspots, each with its own community context.

The campaign achieved over 1 million views and helped reduce anti-social behaviour in hotspot areas by an incredible 45%.

A brilliant example of how insight-driven strategy and bold creative can deliver real-world impact.

• Reduction in ASB incidents (hotspot areas): 45%
• Hero video total views: 1M+
• Hero video full playthroughs: 66,000+
• Public confidence: Increased through visible police presence and clear communication

The campaign also secured traditional media coverage, including an interview on BBC Radio Suffolk during National ASB Week, amplifying reach beyond digital channels.

Operation Spotlight proved that the right creative, informed by authentic audience input and delivered via the platforms people actually use, can overcome even the toughest communications challenge.

By embedding youth perspectives into the campaign’s DNA and fearlessly advocating for TikTok and other social-first channels, Mobas helped Suffolk Constabulary not just speak to their audience — but be heard. The result: measurable behaviour change, increased public confidence, and a safer Suffolk.

Co-creation with the audience
We knew we couldn’t dictate from the outside — the campaign needed to be built with the audience, not just for them. Mobas facilitated focus groups with police cadets aged 13–18, exploring their design preferences, tone of voice, and the kind of content that cuts through on the platforms they use most.

These sessions didn’t just validate our thinking — they directly shaped the creative, language, and delivery plan, giving us an authentic foundation to work from.

Championing the right platforms
Our audience insight revealed a media reality: TikTok, Instagram, and YouTube were the daily touchpoints for offenders in our target group — not the traditional channels used by law enforcement. Mobas championed the inclusion of TikTok despite initial resistance from the Constabulary’s information security team, negotiating a safe, campaign-only approach that allowed us to reach the audience where they actually were.

Behaviour-first creative
From the insight stage, we developed a bold, clear core message:

“It might seem like a bit of fun or no big deal, but the way you behave can have a lasting effect on people, including you. Don’t be that person – don’t be a mug.”

The creative had to stop the scroll, grab attention, and provoke reflection in seconds. We created two distinct routes, tested them with our youth audience, and refined the winning concept for multi-channel delivery. 

With a strong creative strategy, we also needed to make sure that the advertising reached the audience, so we chose the following audience-led platform strategy:

- TikTok & Instagram: Targeting potential offenders with attention-grabbing video creative.
- YouTube: Non-skippable ads placed alongside content known to engage our demographic.
- Meta: Targeting residents with messaging around reporting ASB and police action.
- Hyper-local targeting: Town-level to postcode precision using publicly available crime data. 

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